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The purpose of the present study was to investigate the relationship between cultural affiliation, gender and assertive behavior in two distinct socio‐cultural groups. Ninety‐seven Israeli Arab students and 97 Israeli Jewish students, of both sexes, filled out the Assertion Inventory (Gambrill and Richey 1975) during a class meeting. Analysis of the results indicated differences between the two cultural groups. In general, Arab participants showed a lower level of assertiveness than their Jewish counterparts. Differences between gender and interaction of culture x gender were found in certain factors related to behavior in specific social situations. These findings were discussed on the basis of accepted social behavior within various cultural contexts.